Elaboration Likelihood Model - Peripheral Route

Peripheral Route

Peripheral route processes, on the other hand, does not involve elaboration of the message through extensive cognitive processing of the merits of the actual argument presented. These processes often rely on environmental characteristics of the message, like the perceived credibility of the source, quality of the way in which it is presented, the attractiveness of the source, or the catchy slogan that contains the message. It is also frequently used when the argument presented is weak and/or lacking evidence. The peripheral route is a mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue The peripheral route is a process in which outside influences affect the decision making process. This is also the process used when the audience is unable to process the message. This could be from having a message that is too complex, or an audience that is immature. The most common influences would be factors such as reward. Reward could be objects like food, sex or money. These inducements create a quick change in mind and action. Celebrity status along with likability and expertise are other factors in the peripheral process that have become more popular. Humor within messages is a dominant influence in this process as well. Appearance also has the ability to gain the attention of individuals which can create an interest in the topic, but will not create a strong change in individuals. The goal of the peripheral process is to create change, this change can be weak and even temporary as opposed to the strong and lasting change in the central route.